gap logo

The Real Lesson of the Gap Debacle: Logos Aren’t Key Anymore

Gap's recent failed attempt at a logo redesign is only the latest in what seems to be a monthly cycle these days.

Smart Design: 3 Reasons Why Gap’s Logo Flopped

Rather than rehash Gap's recent logo debacle, I wanted to learn why just about everyone expressed so much dissatisfaction with the new brand identity.

Gap Bows to Outcry, Nixes New Logo and Crowdsourcing

After an outpouring of hatred for Gap's new logo, the company has announced that they're squashing the design. This is perhaps the largest logo backtrack of recent memory -- followed only by Tropicana's disastrous rebranding. Which must leave many companies wondering how to go about any sort of rebranding in the Internet age.

Infographic of the Day

Infographic of the Day: Infographic: When The Lights Go Out, The World Eats Junk

Expert Perspectives

Eric Ries Discusses: To Get To The Root Of A Hard Problem, Just Ask “Why” Five Times
Scott Anthony Discusses: How Do You Create A Culture Of Innovation?
Sean Madden Discusses: How Companies Like Amazon Use Big Data To Make You Love Them

From the Editor

Thanks for stopping by Fast Company’s Co.Design. If you’ve been a reader for some time, you’ll notice that we’ve just unveiled a brand-new redesign. You can read about the thought process behind it here. Our content, of course, will be the same: Our focus is on highlighting the world’s best examples of design and innovation, working in concert.

We started this site with a few simple premises in mind. First, design is a window onto the world at large, and the culture we live in.

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